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Critical Advertisement Analysis and PowerPoint Presentation
Various elements and characteristics of pop culture are often expressed in advertising. Advertising can serve numerous functions as ads often imply or produce meanings that may not have been the intentions of the advertisers and they operate on a symbolic level to affirm cultural values.
Using themes and theories covered in the course as a backdrop to critique a popular advertisement. In your analysis, be sure to refer to the denotative, connotative and myth meanings of the text.
You should consider the types of values being sold, and or the themes that emerge (i.e. capitalism, misogyny, unity, love, hatred, oppression, patriarchy, white supremacy, etc.) Ask yourself the following: Is the text selling a particular vision (or stereotype) of what it means to be male or female, young or old, in a romantic relationship, queer, middle-class, or what it means to be a member of a particular racial, ethnic, or otherwise marginalized group.
Additionally, be sure to discuss the details regarding the medium/outlet in which the ad was featured and its target demographic. Remember, we are concerned with meaning—how meanings are made, the role of communication in shaping meaning, as well as the construction and maintenance of reality.
Your paper should have a central thesis, drawing on evidence from your text. Organize your paper around an argument that is worth proving. For example, pointing out that your ad, “sell its products in different ways” or that it “depicts stereotypes” is not an argument. However, stating that your text sells “the American dream as equal opportunity for all” is an argument worth proving. (Continued on next page)
You must submit the actual advertisement. Copies will not be accepted nor Internet advertisements. Do not submit the entire magazine!
Make sure to type your paper in 12-point font (Times New Roman only) double-spaced, one-inch margin top/bottom and left/right and include page numbers. APA cover page must be provided!
This paper should be a minimum of 5 pages in length if working alone and 7 pages if working with someone. You must include a standard title page. (If you need to write more, please try not to exceed 8 pages.)
The PowerPoint presentation should be 6-8 minutes.
Your grade will be based on your application of the material (adequately demonstrating understanding course concepts), grammar, and your ability to follow directions. Hefty reductions will occur for grammatical errors and not following the instructions of the assignment.
You will receive two grades for this assignment: 1) Paper and 2) Presentation.
Please note, you are NOT allowed to use anything outside of the course materials to complete this assignment. Outside sources must be preapproved by the instructor, use of nonapproved sources will result in a ZERO on the assignment.
A. Background Information (i.e. Role/function of advertising, medium/platform where ad was found and its target audience)
B. Overview of course concepts that are relevant to the discussion of the selected advertisement.
C. Thesis/Preview: Provide an overview of what will be discussed in the body of the paper. (Indicate the major themes that will be discussed/highlighted in the analysis).
A. Thoroughly discuss each of the themes previewed in the introduction along with their meanings and support your ideas by citing course materials (i.e. videos, films, textbook, lecture notes and course readings).
B. Each theme/idea discussed should be at least one paragraph.
A. Discuss your overall impression of the advertisement and explain why. Conclude with critical insight.
B. Restate the main ideas/thesis